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Let’s talk about the common mistakes e-tailers are making on product landing pages from PPC ads. (Briefly, because it’s December 10th and I’m just getting started holiday shopping!)

In the video below, you’ll see what happens when I type in a very specific shopping search: “youth cotton maple leafs hoodie pullover”. It’s the kind of search a visitor with high-intent makes.

If you’re in e-commerce, you want to optimize your ads and pages for these high-intent visitors because they are ready to buy.

But… some of the biggest names in e-commerce are failing to optimize product pages

Namely, I’ll talk about the shortcomings of top PPC advertisers in the sporting goods sector. (Because while there’s no accounting for taste, my kid likes sports apparel).

These include:

Canadian Tire

National Sports

Hudson’s Bay

But the issues go far beyond this short selection.

Sport Chek is one of the biggest offenders in Canadian sporting e-commerce. They have a Hotjar poll on their page, so ostensibly, they’re aware of optimization… but it’s a challenge to actually buy something from Sport Chek’s site, their product pages are so incomplete.

Officially licensed, ok, but be honest… are we talking 100% polyester here? Is it too much to ask what this hoodie is made of?

Fabric composition (by percent) is vital information to include in your description. Product photos usually do a better job of conveying how it looks, but I want to know how it feels and performs.

When I wrote copy for a luxury scarf brand, I learned that many customers didn’t know the difference between high-end and low-end materials, or how wool feels and performs differently from silk. So, sometimes in addition to including the material composition, you need to tell people what that means.

I wrote product descriptions like these to BOTH sell the benefits and explain how the features deliver

As you can see, your product description doesn’t need to read like a label just because it delivers details. Frame the features in terms of benefits. Let buyers know why your product is different and better. More of the right copy really can sell more product.

A simple heuristic for optimizing descriptions (even without user testing) is to ask yourself…

What important information is easy to obtain when you can touch and feel the product, but hard to figure out when you can’t?

How can you bring that information into the product page copy?

2. If you’re selling apparel, include useful size charts

Friends tell me they don’t buy clothes online because it’s too hard to judge fit. It doesn’t need to be that hard.

This sounds so basic but… include a size chart directly beside the product size selector.

Come on, National Sports, you can do better.

And please, for kids clothes, not the size charts based on measurements.

Chances are, the parent is the shopper and they don’t want to measure their child for a sweater. (They’re probably shopping in a precious few moments of sanity squeezed out after the children go to bed.) Parent shoppers want a size chart that includes age-range.

A “youth medium” isn’t enough for me to feel safe buying.

I have seen crazy-complicated size selectors that take you through a quiz to find your kid’s size… only to fail and tell you nothing. Keep it simple and user-friendly.

3. Tell shoppers when their product will arrive

“modern shoppers expect their purchases to show up in one or two days — or less. A recent study shows that 47% of online shoppers say they’d pay more for same-day delivery.” (Smartercx.com)

Of course, we all want fast and free shipping. Amazon has set the bar ridiculously high.

One day I saw a delivery guy high-stepping it through brambles to get to my door in spite of roadworks in front of the house. He panted out that he’d been ‘trying to deliver this for days’.

It was a single, stainless steel ice-cream scoop.

That was not one of the times when speed was essential. But holidays are.

In my search for that perfect, giftable Leafs hoodie, I’ve seen shipping speed addressed in a variety of ways. Some more effective than others.

The key question you must answer is, “When will it arrive?”

Telling me how many days it takes to pack and prepare isn’t going to get my click on the ADD TO CART button. Be clear in your copy about whether you are promising a delivery date or a ship-by date.

Canadian Tire, I really just need to know when the package will ARRIVE.

If you’re advertising to shoppers across the border, this is even more important. Delays at customs can cause far too much holiday gift anxiety.

Ideally, make a guaranteed delivery date visible from any page on the site (e.g. by using a sticky bar), like this one.

This reassuring shipping information is exactly what holiday shoppers need to know (it’s what Hudson’s Bay did right)

Last-minute online shoppers are far more likely to be interested in the delivery date than shipping costs.

Simple product page optimizations like this come down to understanding the customer’s needs, their intent, their context… At its most basic, it’s just an act of empathy.

Need to fix your e-commerce conversion rate problems?

There’s no better time to optimize than well in advance of the holiday spree… but the next best time is asap.

If you need help digging into the issues suppressing your conversions, I recommend SimplyCRO – a small, smart conversion rate optimization agency out of Sidney, Australia.

We’re currently working together on a few e-commerce optimizations projects. (I’m on the copywriting side, they’re on the data analysis and UX side.)

When you know what to look for in the quantitative data (i.e. analytics, heat maps, click tracking) and qualitative data (session recordings, open-ended survey responses, reviews and more), you can find out:

where people drop out of your funnel,

what information they’re seeking,

and what they need to read in the copy or see in images to convert at higher rates.

Alright, click play for the product page teardowns…

But don’t judge this quick-and-dirty video.

There are 14 days until Christmas and this month, I still have to write a long-form landing page, a hotel website, a long-form product sales page, multiple squeeze pages, a brand’s messaging guide, a conference presentation and a Copyhackers blog post.

So, zero time to waste on bad e-comm sites.

In case you’re curious, the site I ended up buying from is NHLShop.ca – not because they offered the best price or are the most reputable e-tailer. (I’ve never heard of the store.)

They got my purchase because they did something so simple, so essential. They delivered the information that reduced my online shopping anxiety and made the decision easier. (60% cotton, btw. I’ll take it.)

Now go forth and optimize your product pages while people like me are still shopping!

In this post I talk about what to consider when choosing your email marketing design.

Talk to any digital marketer, and you’ll hear ‘the money is in the list’. This simply means that email is one of the most effective forms of marketing available to businesses.

Today, I’ll be talking about three approaches to email marketing design, how and why they work in different scenarios. Specifically, I’ll focus on:

1. A deliberate text-only strategy (all copy, no design),

2. A DIY approach to email design, and

3. Using professionally-designed, branded email templates.

Why design tips from a copywriter?

I’ll be the first to admit that words only get you so far. I can write my very best copy, but if the web page, ad, video, slide deck or brochure is poorly designed, very few people will read or take action.

When it comes to email marketing, there are exceptions.

Some world-class email marketers get fantastic results from plain text or basic design emails. And when I talk about results, I mean open rates, click-through rates, sales and email list growth.

1. Simple Email Design

I’ve seen a deliberately simple approach to email design work very well for B2B companies, in software and information marketing especially. Often these include only a logo or plain text.

Here are two examples:

A typical, very basic email from Buffer, makers of social marketing software.Neil Patel’s emails are characteristically design-free, with a focus on content. (He’s an information marketer.)

A typical, very basic email from Buffer, makers of social marketing software.

Three Characteristics of Successful Plain Text Email Marketing

If you think a plain text approach to email marketing might work for you, here are three things to keep in mind:

1. Can you put a face behind the email?

2. Can you segment your email list?

3. Is your audience interested in information above all else?

Before I delve in, it’s important to note that this kind of email marketing isn’t a shortcut. It may look simple, but that simplicity hides sophisticated strategy.

Putting a Face Behind the Email

Brands that eschew fancy email design are often operating on the ‘friend’ principle. Their emails are intended to seem personal.

Often these are ‘personality brands’, like that of Neil Patel. The brand is built around his persona. But some brands, like Buffer, put a face behind their voice by using staff personas, like Hailey’s.

Segmenting

‘Segmentation’, technically, is about creating separate email lists based on the subscriber’s behaviour. Where did they sign-up? When did they subscribe? What have they clicked before? Different segments receive different messages.

Segmentation allows email marketers to create more relevant, targeted email marketing with the illusion of personalization. It allows us to speak to people where they are in their journey from Awareness of the brand through to Advocacy.

Brennan Dunn is an expert at this approach. His messages appear highly personal, timely and relevant. But Brennan isn’t crafting spontaneous and casual emails like you would to a friend. His messages are automated, as in, planned and written in advance, and issued as part of a series.

Sounds a bit mechanical, right?

But Brennan realizes that not every new subscriber is in the same place. He knows that a new subscriber needs newbie information, in a progression they can handle. And so when he receives a new subscriber, that person doesn’t receive the same message that his long-term subscribers receive.

Unlike Buffer and Neil Patel, Brennan doesn’t often send people directly to a blog post. He shares the content end-to-end in the body of the message. This makes the email seem even more personal.

What does this have to do with design? If his emails were more visually slick, that illusion of personalization would burst. Our friends don’t send us professionally-designed emails.

Information Above All Else

Marketers like Brennan are selling to people who need serious information, not entertainment. They’re in a hurry, reading on their phones, and they don’t have time for graphic interruptions. This is really the key point. Know your audience and how they want to consume your content.

When you do this well, you create an audience of subscribers who are conditioned to open your emails in anticipation of highly useful content.

2. DIY Email Design

MailChimp and other email software make it easy to churn out self-designed campaigns. You can drop in images, logos, play around with the fonts and colours.

However, without a designer, these can still look DIY – which is not necessarily a bad thing. Amateur email design can work well for certain businesses.

Here are three considerations:

Do you produce interesting visual content, like photos or original art?

Does your brand suit a DIY look? Are you artisanal, local, or low-tech?

Are your subscribers just as interested in what you stand for as what you sell?

For example, Renae’s Pantry is a shop in the town where we lived in Australia. Run by a charming couple with a knack for photography, they sell ethical groceries, locally grown, and hold events in their lush, tropical space.

We moved back to the GTA a year ago, but I still read Renae and Ben’s emails – even though I can’t attend their events, and I can’t buy their groceries.

That’s because Renae’s Pantry has achieved the holy grail of digital marketing: they’ve created community.

When customers have a sense of belonging to a brand like this, they aren’t looking for emails with slick design or big discounts. They’ll snap up what the brand has to offer – whether it’s a newsletter, a product or a service – because it speaks directly to something emotional. (In my case, nostalgia.)

A community doesn’t develop overnight, but you can nurture it with email by taking cues from Renae’s Pantry.

Share stories

Include meaningful, high-quality images

Give profile to customers, partners and staff, in that order (the more other-oriented, the better)

To view an actual example of Renae’s emails, click this link. See what I mean?

3. Professional Email Design

Are you like one of the brands above, or should you use professional email design?

Ultimately, it comes down to a branding decision. What are you trying to convey? How can you best communicate that through a combination of copy and design?

Thinking it through End-to-End

Let me share an example of how I decided we needed to go pro with a client’s email design.

Natural Calm Canada is a national supplement brand, but they meet some of the requirements for a DIY email design:

Like Renae’s Pantry, Natural Calm has a community – a core group of customers and retailers who are crazy for the brand.

They also have a founder who’s well known in the natural health industry.

The founder and her husband are in beautiful Kenya half the year, working with their charity. (Great stories, great photos.)

But there are other factors:

Unlike Renae’s Pantry, not everyone on their email list has a personal connection. Most people discover the brand on retail shelves and aren’t aware of the social good aspect.

Natural Calm is in the consumer packaged goods industry, where the bar for design is set high.

It’s important to create continuity in experience online. What customers see on the website should be mirrored in email design.

Recently, Natural Calm had a huge spike in email subscribers from a single landing page that I wrote. Some of the success can be attributed to the copy. But I think we can agree that my copywriting on a less attractive page wouldn’t have moved the needle quite so far. This is a good looking landing page! And the subsequent emails must be just as well-designed.

How We Procured a Beautiful Email Template

Natural Calm needs to cultivate a relationship with these new subscribers before they lose interest. We need to move them along the spectrum illustrated above by sharing valuable health information, user tips, success stories, and, yes, exclusive offers.

But how to make the emails as appealing as that gorgeous landing page? I knew we needed expert design, fast.

To get it, I went to Mail Bakery. This design shop specializes in email templates. You choose a package, share your specs, and they turn around an html email template in short order. Here’s what the new Natural Calm emails look like.

Fabulous, right? The Mail Bakery people nailed it on the first iteration. They’re true email design experts.

Form Follows Function

You’ll notice this email template is designed around content. We’re sharing three blog posts in the mock-up above.

Why is this significant?

Marketing emails can be designed to do a few things:

Showcase fresh products

Offer regular discounts, giveaways and contests

Deliver appealing content

The layout and design of the email template will be different for each, so think it through before you brief your designer.

#1 works for brands with a steady supply of new products. Think apparel, big e-tailers or product curators. #2 works for brands that thrive on discounts.

Natural Calm is neither. Instead, our emails are designed around content. We aim to educate subscribers on why and how Natural Calm works (again, moving them along that rainbow spectrum towards ‘Advocate’). And, of course, we’ll show our appreciation with a sprinkling of deals.

Isn’t this the same strategy employed by the information marketers and software brands with their plain text emails? Yes, and no. Both emphasize content, but the audiences are different.

Natural Calm’s readers are consumers. Chances are they’re reading at leisure, not in a rabid quest for answers. To make that reading experience more enjoyable, and stickier, we couch the email content in graphic design.

Everything I know about Baltimore and Agora Financial combined you could fit on...VIEW POST

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“From research to writing to retrospectives, Anna is an absolute pro to work with. Her copy is great. And working with her is a dream - especially if hitting deadlines and producing fab work matters to you.”

- Joanna Wiebe, Founder, Copyhackers

"We hired Anna for a day of consulting on our pitch deck to raise series A funding from top-tier investors for our AI chip. I'm happy to say her strategies and feedback were instrumental in raising a US $20M funding round. Plus, we took away conversion techniques we'll apply to all of our sales, including…

- Darrick Wiebe, CTO, Untether AI

"Neovora markets digital products and productized services to local businesses across the US. Anna worked with us to create and optimize all the copy in our funnels, from ads and lead magnets to sales pages, webinars and email marketing. She knows a lot about the art and science of online marketing and it came through…

- JR East, Neovora.com

"Anna has an innate ability to understand what we are trying to say and succinctly put those ideas into written format. Timely in her reply and enthusiastic with her participation in our projects. I would l highly recommend Anna for all your written content needs."

"Oh my goodness this is seriously PERFECT!!!!! Thank you SO MUCH Anna!!!!

XOXO, Rachel"

- Rachel McMichael, Business with Impact Society

"For years, we weren’t marketing digitally. Anna put our digital presence on the map and dramatically increased online sales within the first year of launching our new site. She was instrumental in developing winning positioning and the copy we now use everywhere."

- CEO, Natural Calm Canada

"It’s rare to find a copywriter who is both results and customer-driven. Anna is a dedicated, passionate, smart and talented writer. If you want your website to speak to your customers and convert them you should hire her yesterday."

- Talia Wolf, GetUplift

I was struggling to find words that were true to my brand AND which would resonate with my market. Anna helped me find the balance. By the end of the project, I had a "DNA" foundation with 50+ phrases that struck a chord with my market. Most important - they were tailored to where my…

- Tim Berthold, Sunny's Goldens

Anna was incredible to work with, very pro in her copy DNA process and ‘weaponized’ us with the messaging our organization needed.

- James Woller, International Executive Director, Thrive

Anna’s landing page copy has consistently brought in 40% of our firm revenues for a staff of 40+ FTEs over the past two years. These conversions have been worth 8 figures, multiple times over.

- Scott Gettis, Precision Tax Relief

Testimonial Slider

“From research to writing to retrospectives, Anna is an absolute pro to work with. Her copy is great. And working with her is a dream - especially if hitting deadlines and producing fab work matters to you.”

- Joanna Wiebe, Founder, Copyhackers

"We hired Anna for a day of consulting on our pitch deck to raise series A funding from top-tier investors for our AI chip. I'm happy to say her strategies and feedback were instrumental in raising a US $20M funding round. Plus, we took away conversion techniques we'll apply to all of our sales, including…

- Darrick Wiebe, CTO, Untether AI

"Neovora markets digital products and productized services to local businesses across the US. Anna worked with us to create and optimize all the copy in our funnels, from ads and lead magnets to sales pages, webinars and email marketing. She knows a lot about the art and science of online marketing and it came through…

- JR East, Neovora.com

"Anna has an innate ability to understand what we are trying to say and succinctly put those ideas into written format. Timely in her reply and enthusiastic with her participation in our projects. I would l highly recommend Anna for all your written content needs."

"Oh my goodness this is seriously PERFECT!!!!! Thank you SO MUCH Anna!!!!

XOXO, Rachel"

- Rachel McMichael, Business with Impact Society

"For years, we weren’t marketing digitally. Anna put our digital presence on the map and dramatically increased online sales within the first year of launching our new site. She was instrumental in developing winning positioning and the copy we now use everywhere."

- CEO, Natural Calm Canada

"It’s rare to find a copywriter who is both results and customer-driven. Anna is a dedicated, passionate, smart and talented writer. If you want your website to speak to your customers and convert them you should hire her yesterday."

- Talia Wolf, GetUplift

I was struggling to find words that were true to my brand AND which would resonate with my market. Anna helped me find the balance. By the end of the project, I had a "DNA" foundation with 50+ phrases that struck a chord with my market. Most important - they were tailored to where my…

- Tim Berthold, Sunny's Goldens

Anna was incredible to work with, very pro in her copy DNA process and ‘weaponized’ us with the messaging our organization needed.

- James Woller, International Executive Director, Thrive

Anna’s landing page copy has consistently brought in 40% of our firm revenues for a staff of 40+ FTEs over the past two years. These conversions have been worth 8 figures, multiple times over.

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Privacy Policy

Effective date: July 3, 2019

Captivate Content Inc. (“us”, “we”, or “our”) operates the www.conversioncopyco.com website (the “Service”). This page informs you of our policies regarding the collection, use, and disclosure of personal data when you use our Service and the choices you have associated with that data.

We use your data to provide and improve the Service. By using the Service, you agree to the collection and use of information in accordance with this policy. Unless otherwise defined in this Privacy Policy, terms used in this Privacy Policy have the same meanings as in our Terms and Conditions, accessible from www.conversioncopyco.com

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The payment processors we work with are:

Stripe

Their Privacy Policy can be viewed at https://stripe.com/us/privacy

PayPal or Braintree

Their Privacy Policy can be viewed at https://www.paypal.com/webapps/mpp/ua/privacy-full

Links To Other Sites

Our Service may contain links to other sites that are not operated by us. If you click on a third party link, you will be directed to that third party’s site. We strongly advise you to review the Privacy Policy of every site you visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Children’s Privacy

Our Service does not address anyone under the age of 18 (“Children”).

We do not knowingly collect personally identifiable information from anyone under the age of 18.

If you are a parent or guardian and you are aware that your Children has provided us with Personal Data, please contact us. If we become aware that we have collected Personal Data from children without verification of parental consent, we take steps to remove that information from our servers.

Changes To This Privacy Policy

We may update our Privacy Policy from time to time. We will notify you of any changes by posting the new Privacy Policy on this page.

We will let you know via email and/or a prominent notice on our Service, prior to the change becoming effective and update the “effective date” at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

Contact Us

If you have any questions about this Privacy Policy, please contact us: